WHY DARK ANGELS - the business case for coming on a course
Deciding to come on a course like Dark Angels is seldom just a matter of saying 'this sounds great, book me in'. More often than not it involves making a good business case – either to yourself or to whoever you work for. To help you make that case, we periodically contact former students a few months after their courses to see how they've been getting on since. This is what some of them have said:
Do you think the course you attended has helped to develop your writing skills within the context of your business?
"It made me think about different readers and how to adapt my writing to suit them … It made me lose my inhibitions about bringing creativity into the workplace – in fact, it showed me how completely necessary it is to do that! … the varied tasks set have really increased my confidence … I can take criticism much better, which aids the process …I've become a real advocate for good writing…and I think I've found the words (I hope) to inspire others."
"Too often as communicators with a marketing objective, we're focused on functional writing. We know the 'craft' and the 'theory' – but it's the 'spark' that makes all the difference. A creative approach to business writing is critical now that audiences are more cynical, and very capable at switching off to marketing messages. To leapfrog over those barriers requires us to think creatively, to engage people at a more human and honest level, and to flex our imaginative muscles. The course reminded me that I had those muscles – and helped me to exercise them."
"As a freelance communications professional, it's given me an extra USP. I recently secured a contract with an organisation for which the whole focus is creativity. I think that the extra confidence that the course gave me in my own creativity, and my greater understanding of the value of a creative approach in my own work, was a factor in helping me to secure the contract."
"The course provided me with two vital ingredients for improving my writing – on the one hand inspiration, and on the other practical methods for assessing and developing creative output."Has attending the course helped you communicate more effectively and tell the story of your brand or other brands more powerfully?
"I'm better at taking creative briefs, and then briefing writers in turn. I understand the concept of 'tone of voice' now, and can see how to implement tov guidelines, and edit the work of others to style."
"Faced with the prospect of a blank screen, I now have tools and techniques that I can use to get to the crux of what I want to communicate. This has helped in my own work, and in developing other people in the organisations I work with."
"I am more attuned to both the desired and the unintended impact of a piece of communication on a reader. And I take greater care to select the right words that would express my intended meaning and desired impression as closely as possible, and find ways to inject freshness in both tone and insight."
"There are times when the real purpose of communication gets lost in the clamour for effectiveness. Attending the Dark Angels course gave me valuable insights into how I might better convey the purpose in my written communication, from which greater effectiveness often follows."
Do you think the course has helped or will help you develop your career?
"I used to wonder if I might be a writer, now I know I am. That doesn't mean a struggling artist with a magnum opus to flog – I can be 'a writer' in the context of my professional activities as a business communicator. And if I'm a writer, I can strive to be a better writer. That's what Dark Angels can do for you!"
"At my last performance evaluation, the partners at McKinsey recognised my communication skills as a key strength not only in producing good written internal communications, but also in using the right tone and manner to communicate with very senior partners."
"Meeting people from such a range of backgrounds and realising we were all writers opened my eyes to the possibilities for future growth. And the risks you gently encouraged us to take gave me the courage to carry on – and not mind when I get it a bit wrong. I'm sure that helps with career development!"
And finally ...
"Dark Angels is a strong mix of good stuff for mind, body and soul. If you like the idea you're bound to love the people it brings together. And it can set the course of careers. Now I know what good writing can do, how much it is valued, what a writer can aspire to be, and how to find pleasure in each moment of my working life. Four months on, I'm working with large organisations that want to bring their writing to life. I also got engaged. And I'm learning guitar."
